[aigel]

There is good advice given here already: Start early, be yourself, make it about yourself, do not make it a paper where you read up on the subject and come up with the same platitudes everyone else will find on wikipedia. I disagree about having to read about the University specifics.

One thing that I cannot stress enough is to have others read the essay. Proof read but also read to make sure a stranger understands 100% what is being conveyed. Sometimes there are family friends that can help here, it is good if they are a bit distant, that way they can give honest feedback and are more of a guinia pig reader than someone knowing the kid well. Look for people that have a journalism background, HR, executives, educators. Also don't forget about the highschool college counselor. They can have good input as well and know what works!

Last but not least, spend the money and effort and have your kid apply for at least half a dozen schools. Regardless of deadlines, do the safety schools / plan B schools first. Get those essays written first and send those applications off. The essays will get better with every iteration and even with different prompts, some material could be re-used and re-applied.

The essay isn't the only thing important in a application but it can make or break it. I recommend focusing on it for several days total, over a span of weeks or better months.